Lead: In a capital are red hot, entrepreneurs conceal his excitement impetuous age, who can eventually become the next breakthrough in e-commerce industry who? Sina Technology launched the Video: Interview with CEO Lim Victoria Cotton Media Source: Sina Technology
this column SAN @ Tracy (microblogging) private letter is open to entrepreneurs to contact us, and welcome to give valuable advice and recommendations.
Eighth guests: Victoria Cotton, founder of Lam (microblogging)
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- we started from January to now, the staff about is more than 50 individuals, the number of users from the current point of view, only the user to buy a pair of socks may now be less than 1%, customer price so far is 100-120 yuan. Our gross margin in the entire industry,
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The following is an interview with Record:
entrepreneurs need to find a good entry point
host Tracy: Members Sina's friends Good afternoon, welcome to SAN interview room, here is a new force SAN electricity supplier interviews section. I am very pleased we have invited a guest,
Society and law, be a dark horse in the B2C, Victoria Cotton, founder of Mr. Lin Wei, chat with us about their business situation, first the total forest with our friends say hello.
Lin Wei: Hello, everyone, I am the CEO of Lam-dimensional cotton, you Sina's friends Good afternoon.
Moderator: Speaking of D may be a not very understanding of all cotton, cotton was selling socks Victoria, you will find socks so small, why sell such a product, can give an introduction about the company situation?
Lam: First, we set up this company last year, cotton-dimensional positioning of the company lies in the start up cost of providing high-quality socks, and now we are slowly but can be extended to provide underwear products. Our position has always been of good quality are known, relatively high cost. Why then do we want socks? Because we were in power want to do business when, because there are too many people doing clothing, they do good. We, as a later entrepreneurs, we need to find a good starting point. Therefore, we believe that socks are a relatively small cut-off point, it can become a brand stand point.
Why do you say? Because the traditional people buy socks in this matter, we will basically ignore your own behavior, or you do not remember the last time you where to buy socks, sometimes you do not know what you are wearing socks from where buy. We feel that this matter is very interesting, if he whole process of buying socks, if we can give him a role to play, let him remember us, we believe that through such an act to create a brand like ours, the relative in terms of venture businesses is a relatively easy.
fact that we judge so far this is consistent with our original expectations. Basically, now we are completely subvert the consumer to buy socks this matter before the usual experience. We hear from him how to our socks, to see our web site, our products get to his package, he felt with previous experience of buying socks is completely different.
Moderator: can not interrupt, where concrete is not the same?
Lam: for example, he heard our socks when he was first heard in the media. When you've bought socks, or hear a brand, especially the socks brand, you probably do not hear from the media, basically you go to the supermarket to see or to see the overpass, or at the mall see. Today he knows when I first knew in the media, for example, we have been in Sina Bo and a lot of consumer communication. First of all, when he heard I was not the same place, saw me, he is seen on the Internet, rather than see in the supermarket, or elsewhere. He saw the time, found that the socks will be used this way to show that he also felt very fresh, because it is a clothing show, which is the former is basically a lot of consumers do not see this display mode. Finally, when he got socks, he will find that there is such a beautiful box, he never felt that I had to buy socks at least not this kind of feeling, and finally I will get such a beautiful box, And it was inside socks.
our entire user from understanding that to get to use the entire experience with the traditional way of completely different purchase socks. Therefore, we adopted a more subversive in a way, so that a new brand of consumer awareness through socks.
socks back-end storage and other low cost
Moderator: You just mentioned above may be such as we do not need to spend in the channel a lot of money, did not like the traditional brand shop at the mall such channels. But you just said you would use a good logistics on the box, this one will not be very high cost?
Lam: I think now how about it? Our packaging should be higher than the apparel industry to do about 20% -30%. Why do we give consumers a sock such a good box? The key element is that we want him to finally get to hear from, we want to do is beyond the imagination of consumers, let him have a real surprise. Therefore, in this area although there are some costs, but we now, the consumer response to our reputation, we feel that this step in doing so, because you both to reduce costs or increase the cost of your most important goal is to allow consumers to agree with you, then you have a trust. Therefore, we feel that part of the package, although we are now relatively high cost, but we decided to stick to doing that.
Moderator: did you choose this field cut, will not have such considerations? For example, its inventory would be more simple, because the socks are definitely better than the stock inventory of clothing should be simple? Have considered this the reason?
Lam: Actually,
Sina microblogging mobile APP call-up orders issue, socks is a very, very suitable for Internet purchases and sales of the product, because it really in the back-end storage, including the fact itself in the logistics, express itself, it is certainly better than clothing or a so-called large appliances are much lower. Second, because the management, we socks category may be sold in China, which is considered the most socks, and we probably now have more than 200 models colored socks. Even more than 200, and is also a warehouse for a very low management costs. Therefore, in this part of the socks really easy to manage, but it is also easy to logistics. The most important thing is broken in the middle of it is very small, so the sock itself on the back end of the whole, the current view of its cost is relatively more advantageous.
Moderator: So, now let's biggest money is spent where?
Lam: We are the biggest cost is spent on the first purchase, we know that we, as a new e-business brand, in fact, we do clothing, although we are a very small area in the garment where do the socks and underwear. But the occupation of this liquidity is still relatively high, this is one.
Second, in our marketing, we slowly begin from August to do marketing, and now it seems the purchase and marketing is a relatively high proportion of our current looks the part of the cost .
Moderator: Can you give us about the numbers we are now the company's operations, such as number of employees, customer price, including socks industry's gross margin to reach the number?
Lam: First, we start from January to now, about the current development to more than 50 individuals, our customer price, a lot of people start, a lot of friends that this product is priced very low.
Moderator: more than 30 dollars.
Lam: more than 30 dollars in terms of a pair of socks or very high. In fact, we sell 20 at that time, we found that consumers in the actual purchase process, no one will buy one pair of one pair of socks, I think anywhere you go is very hard to say buy a pair of socks. So far our passenger unit is basically between the one hundred to one hundred and twenty. To our current number of users, we probably just bought a twin in which the user may be less than 1% to now is very, very small a number. Most users are buying at least 4-5 pairs or more. Therefore, our customer price so far is 100-120. Is such a situation.
Moderator: How much margin can there?
Lam: In fact, it is a lot of margin conditions and elements in the decision, in fact, our gross margins in the industry point of view, the first is not the first high, probably around 40% gross margin, generally traditional industries is relatively high gross margins. Because the so-called flat electric industry business sales channels later, in itself should not have too high gross margins. If you have a high gross margin, representing the many interests do not give consumers.
Moderator: How high can profit?
Lam: profit margin is not considered that we can now completely out, need to be very strict auditing to count. Because the profit margin is included inside the fabric of your costs, including your logistics costs, including your overall operating costs. Therefore, the profit margin so far I think not more than 15%.
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